Nearly half of Scots said buying local beef is now more important to them than before the horsemeat scandal.

An independent YouGov poll commissioned by Quality Meat Scotland revealed 47% of Scottish consumers were more interested in local beef, however, of those who recognised the Scotch Beef brand, only 14% said they trust the brand more now than they did before.

A further 67% of the 1,094 Scots surveyed said their trust in Scotch Beef had not changed as a result of the horsemeat scandal.

“It’s good to see that this survey clearly demonstrates that customers are increasingly putting their trust in the Scotch brand and I’m sure this will continue,” said rural affairs secretary Richard Lochhead.

“One positive outcome from the horsemeat issues is that people are now thinking more carefully about the provenance of the beef they purchase, and eating quality assured Scotch Beef is providing the reassurance that many people are rightly looking for.”

Jim McLaren, chairman of QMS, said the results were an obvious sign that consumers in Scotland trust the Scotch Beef brand.

“This is a clear indication that there is a good level of understanding among shoppers of what the Scotch Beef brand stands for in terms of world-leading traceability and quality.

“Our industry has made a major commitment to quality assurance from farm to processor and this puts our brands in a strong position at a time like this.”

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